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China’s holiday economy is growing asonline retails and mobile e-commerce develop. The total value of the marketreached 800 billion yuan (113 billion U.S. dollars) in 2018. Holidays such asthe New Year’s Day, Spring Festival and Chinese Valentine’s Day have become hotspots for consumption. The same is true with the ongoing Mid-Autumn Festival.

随着在线零售和移动电子商务的发展,中国的假日经济在成长。这一市场的总价值在2018年达到8000亿元(合1130亿美元)。诸如新年、春节和中国情人节等假期已经成为消费热点。相同的情况也会出现在即将到来的中秋节。



Falling on the 15th day of the eighthChinese lunar month, Mid-Autumn Festival is time for family reunx. It is alsotime for consumption, for buying gifts for family and friends. Consumers’demand for the holiday market is expanding. So what are the new consumptiontrends at this year’s Mid-Autumn Festival?

中秋节是在中国农历八月15号,是家人团聚的日子。中秋节也是人们消费给家人和朋友购买礼物的日子。消费者的购物需求在不断扩大。那么今年的中秋节最新的消费趋势是什么呢?



China’s national brands are hot in theconsumers’ market during the Mid-Autumn Festival. They are more trendy, combiningChinese cultural intellectual property (IP) with consumer products. Forexample, the cultural IP-related mooncakes launched by the Palace Museum andthe Summer Palace were welcomed by the market.

中秋节期间,中国的国内品牌在消费者市场上也很热门。这些品牌更为时髦,它们将中国文化IP与消费产品相结合。举例来说,故宫和颐和园推出的文化IP类月饼在市场上很受欢迎。



Chinese sporting and athletic brand likeLi-Ning also launched a limited edition of sport footwear. It has combined the“Moon Phase” with the design of shoes, giving the product a festive meaning.Many believe that the impression of Made-in-China products in the minds ofconsumers is changing.

中国的运动品牌,比如李宁也推出了一款限量版的运动鞋。这款产品把“月相”和鞋的设计结合,赋予了这款产品节日的含义。许多人认为“中国制造”产品在消费者脑中的印象正在改变。

China’s growing holiday economy

不断成长的中国假日经济

China’s holiday economy has graduallyshifted from offline to online, as the e-commerce marketing has beenpopularized with rapid development of the mobile internet under the backgroundof the country’s consumption upgrade.

在中国消费升级的背景下,移动互联网的迅猛发展推动了电子商务市场的扩大,中国的假日经济已经逐渐从线下转移到线上。



The country’s online retail market stood at7,690 billion yuan in 2018, with the mobile market accounting for 74.6 percent.The number of mobile e-commerce users reached 512 million in 2018, and thenumber is expected to reach 546 million this year. The rapid development ofonline retail, as well as the steady increase of the number of mobilee-commerce users, has promoted the growth of the holiday economy.

2018年,中国的线上零售市场达到76,900亿元,其中移动端占到了74.6%。2018年移动电子商务用户的数量达到五亿一千两百万人,预计今年该数字会达到五亿四千六百万。在线零售的迅速发展,以及移动电子商务用户数量的稳步增长,推动了中国假日经济的成长。



With the improvement of people’s livingstandards and the development of the market, the main player of the market haschanged from group consumers like companies to individual consumers. Duringholidays, the demand for gifts that express personal emotion to family andfriends is growing, so is the holiday economy.

随着人们生活水平的改善和市场的发展,市场上的主角已经从像公司这样的团体客户转变为个人消费者。在假日期间,向家人和朋友赠送礼物以表达个人情感的需求正在扩大,假日经济的发展也是如此。